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Hires, Wins & Business 9 Add to collection New carbon calculator component allows media agencies to measure carbon footprint of media plans The IPA has today, 9th June 2021, launched its Media Climate Charter that provides media agencies with the tools and resources, including a new media carbon calculator, to support their transition to a zero-carbon future. Housed on a new IPA hub, the Charter offers a pathway for media agencies to demonstrate their commitment and action in response to the climate crisis. One of the core tools on the site is the carbon calculator for media plans. This new tool will allow the industry to measure the overall carbon footprint of the campaigns that media agencies plan and buy for clients across all channels, identifying where they need to reduce the climate impact of running clients’ campaigns. It does this by calculating the carbon emissions associated with a media plan based on the media mix, and uses a range of data sources, ....